HBO Max Pa’lante! is an audience initiative breaking down barriers for new voices and driving awareness to culturally relevant programming across HBO Max for Latin audiences. Founded on the vision of empowerment, resilience, and hope, Pa’lante! is a celebration of the ambicultural movement that embraces being both fully Latino and fully American without having to sacrifice any part of one’s identity.

“For more than a decade we’ve been developing creative, audience-first campaigns that strategically engage Latin, Black, Asian-American and LGBTQ+ audiences,” said Jackie Gagne, Senior Vice President, Multicultural Marketing, WarnerMedia. “With the launch of HBO Max Pa’lante! we are creating a home for Latinx viewers and a community committed to nurturing Latino voices and sparking provocative conversations.”

The Pa’lante! launch includes the rebranding of the HBO Latino Twitter, Instagram and Facebook social handles to @palantehbomax. To attract new viewers, transition old ones and sustain the attention of both, HBO Max will take a three-pronged approach to the social launch of Pa’lante!:

Introduce Pa’lante!, via the Pa’lante! sizzle reel that will help highlight key HBO Max programming for Latinxs. Plus, HBO Max Pa’lante! will unveil its Tapiz Manifesto on social, inspired by the warmth and vibrancy of U.S. Latinx vecindarios (neighborhoods). The animated tapiz (tapestry) — voiced by Cristela Alonzo and created by Latinx illustrators Katty Huertas, Daniel Moreno, COVL and Carolina Lopez Corominas —  will also put into words the identity and voice of Pa’lante!

Amplifying Pa’lante! with the editorial series Pa’lante Pa’Mi, which highlights different Latinx talent from HBO and HBO Max, as they explain what pa’lante means to them. Talent includes actor, writer, comedian Aida Rodriguez, writer and producer Cristela Alonzo, director Angel Manuel Soto (“Charm City Kings”), singer Joy from pop duo Jesse y Joy and lead singer Yotuel Romero from the Latin Grammy-winning group Orishas. These spots will roll-out throughout the year. We’ll also elevate Pa’lante! with various community partnerships.

Moving Pa’lante! with an always-on evergreen editorial calendar on social. Amplifying, recognizing and championing Latinx stories with various themes throughout the year that will enhance brand perception and increase audience engagement.

Under the Our Stories to Tell banner, HBO Max’s audience-first initiative centered on diversity and the celebration and elevation of ideas, Pa’lante! will continue to expand on WarnerMedia’s rich history of amplifying multicultural stories and talent by highlighting the visionaries amongst us.

Virtual programming includes: a keynote featuring HBO Max Stand-up Comedian, actress and writer Aida Rodriguez, an exclusive chat with literary icon Isabel Allende, a panel discussing the future of Latin storytelling moderated by Entertainment Weekly’s Rosy Cordero featuring Gloria Calderón-Kellet (We Were  There, Too), Cisely Saldana (The Gordita Chronicles), and Roberto Aguirre-Sacasa (Pretty Little Liars), a music panel moderated by The Los Angeles Times’s Suzy Exposito featuring artist Lauren Jauregui and music executive Lex Borrero (Neon16), discussing the future of Latin music, musical performances by Mau y Ricky, ChocQuibTown, and Dylan Fuentes produced by NTERTAIN, an entertainment and media company which focuses on the creation, development, and production of premier content that brings Latin stories to the forefront, and a spoken word performance by Gabriel Ramirez, a Queer, Afro-Latino poet and activist.

Thursday, March 25
8:00 pm ET – For(e)ward Con Aida Rodriguez
8:15 pm ET – Allende La Leyenda
8:45 pm ET – The Future of Latinx Storytelling
9:15 pm ET – El Nuevo Mainstream
9:45 pm ET – Pa’lante! with poet Gabriel Ramirez
9:50 pm ET – Muévelo y Mueve-low, Pa’lante! produced by NTERTAIN
10:45 pm ET – Afterparty on IG live via @PalanteHBOMax with beats by DJ Bembona